“如果联合利华在中国不能取得成功,很 难想象它能够在全球取得成功。”这是联合利华的总裁曾经说过的话。 不幸的是,这位总裁的担心差不多成为现实。与老对手宝洁相比,它在中国市场的表现与“成功”二字差距甚远。随便你到任何一家超市的家庭和个人护理用品货架看看,宝洁公司的产品摆得密密麻麻,联合利华的产品甚至还不如中国本土的一些品牌显眼。 不过,联合利华并没有气馁,相反它正 “If Unilever does not succeed in China, it’s hard to imagine it will succeed globally.” This is what Unilever’s president once said. Unfortunately, the president’s concern is almost a reality. Compared with the old rival Procter & Gamble, its performance in the Chinese market and the “success” is far from the word. Take a look at the shelves for your home and personal care products in any of your supermarkets. P & G’s products are so packed that Unilever’s products are not even as conspicuous as some of China’s domestic brands. However, Unilever did not give up, on the contrary it is